Account-based marketing (ABM) offers outstanding return on investment. And its success doesn’t come from volume, but from relevance and precision targeting. The aim of ABM is always to get the right message to the right person at the right time.
At KLIQ, we know first-hand the value of ABM on LinkedIn and we’ve been able to achieve striking results for our clients with targeted content that aligns with the goals of their targeted prospects.
And yet, for B2B marketers, the challenge of ABM has always been scale. The tasks of researching accounts, tailoring content and aligning with sales take time. Now, with AI in the mix, it’s possible to scale personalised ABM content without losing nuance, credibility or control.
In this article we discuss ways you can use AI to create personalised B2B ABM content at scale, with human oversight at every critical point, from data inputs to ethical considerations.
Start with structured, usable B2B data from trusted sources
AI-generated personalisation is only as good as the data it’s fed. Before jumping into AI-supported B2B content creation, invest in aligning your data sources and building usable input frameworks.
Consider using a tool like KLIQ’s secret weapon for data and insights, KLIQmetrics™ to consolidate your data into a single source for input into AI.
By feeding these data and insights into a prompt or template, AI tools can generate personalised intros, pain-point-specific messaging, and even adjust tone or length based on persona or industry.
Key data sources for AI-enabled ABM:
- Firmographics: industry, company size, revenue, growth status
- Technographics: platforms or tools in use (e.g., CRM, cloud stack, martech)
- Behavioural data: site visits, content engagement, webinar attendance
- Intent signals: topic interest from platforms like Bombora or G2
- Sales insights: CRM notes, deal history, stage in the pipeline.
Create modular content assets
A powerful way to enable personalisation without recreating everything is to build a system of modular, reusable content blocks.
When structured and tagged in a content management system (CMS) or content library, AI can be used to assemble versions tailored to a specific account or cluster of accounts.
With a modular approach, AI can also be used to reconstruct an existing B2B marketing content with swapped out examples, reworded benefit statements and localised stats.
Some ideas for modular content include:
- ndustry-specific intros
- persona-based messaging layers (e.g. CIO vs Head of Risk vs Procurement)
- paragraphs that identify and describe relevant pain points
- tailored CTAs
- visuals and stats that can be swapped by vertical or maturity level.
Map your B2B marketing content to prospect buying stages and roles
True personalisation in ABM considers the role and buying context of the prospect. AI can support the creation of content that is aligned with a buying stage and considers a persona, but it needs clear direction.
AI can help by drafting a product comparison checklist based on previous sales objections logged in the CRM, tailored for a buying team evaluating three options.
Typical mapping considerations:
- Early stage (awareness): education-focused content tailored to strategic priorities
- Mid stage (evaluation): comparison guides, internal-selling enablement
- Late stage (decision): use-case specific ROI decks, technical validation sheets
By maintaining a content matrix that defines what message suits which stage and buyer, you can prompt AI to assemble assets with context-specific relevance.
This kind of AI work requires detailed, precise prompts. Consider putting your B2B marketing team members through a course like KLIQ’s AI Training for Marketing & Content Teams.
Human review of your B2B ABM content is non-negotiable
AI is not a stand-in for judgment, tone sensitivity, or ethical boundaries. It’s important to have processes in place to ensure your content meets business and broader regulatory requirements.
Along with these requirements a human review will make sure the message lands with its intended audience, beyond being technically correct.
It may be a good idea to set up a B2B content QA checklist specifically for ABM assets. Including items like “review for assumptions,” “check for jargon creep,” and “validate CTA logic.”
What to review manually:
- claims and figures (to avoid hallucinated data)
- tone and context (especially for C-level audiences)
- alignment with brand and legal standards
- relevance of examples and use cases
- personalisation, to ensure you’re avoiding over-personalisation that feels invasive.
Use AI to support outbound and follow-up B2B sales tasks
Lack of alignment between sales and marketing has always been a challenge for B2B marketers. The disconnect can slow down pipeline progress, but AI can help with that too. For example, AI could support follow up messaging after a product demo. With prompts designed in collaboration between the marketing team and the sales team, AI could use call notes from the CRM and industry pain points to draft a follow-up email that recaps the key benefits.
AI can also support:
- Email personalisation: generating relevant intros based on recent company news or engagement history
- Meeting preparation: drafting account summaries or talking points from public data
- Follow-up sequences: drafting outreach after events or demo requests, tailored by industry and stage
Ethical data use and personalisation boundaries for B2B marketers
Personalisation should never come at the cost of trust. Especially in ABM, where content is account-specific, the line between helpful and intrusive can be thin.
It can be a good idea to try a ‘pub test’ approach and ask yourself: “Would this level of targeting feel respectful if I were on the receiving end?”
Best practices:
- Don’t personalise using data the recipient wouldn’t expect you to have.
- Avoid referencing personal social media unless explicitly relevant.
- Clearly state how data is sourced if questioned (e.g. public platforms, first-party signals).
- Make opt-out and preference settings easy.
- Ensure compliance across all campaign flows, considering GDPR/CCPA and Australian Privacy legislation.
Measure what matters
While ABM has proven repeatedly that it has great potential for ROI, ABM metrics go beyond content performance. A key goal of B2B marketing of any sort is to support pipeline progression.
AI tools can help summarise trends and flag where your B2B marketing content could be adapted for better performance. But interpretation still belongs to people.
Track:
- account engagement (visits, downloads, shares across personas)
- content-assisted pipeline movement (stalled to active, active to closed)
- sales feedback on content relevance
- content reuse across similar accounts.
How your industry knowledge, KLIQ’s b2b marketing expertise and the speed of AI could scale your ABM
Account-Based Marketing (ABM) remains one of the most powerful approaches in B2B marketing because it’s not about chasing volume, it’s about building alignment. Success depends on how precisely you can identify, engage, and nurture the right decision-makers within your target accounts.
This is where collaboration truly matters. Your team brings deep industry knowledge; the understanding of your market, audience, and customers that no one else has. At KLIQ, we combine that knowledge with our experience in ABM strategy, content development, and paid media execution to create programs that reach the right people at the right time with the right message.
The role of AI is not just to make things faster; it’s to make alignment smarter. With tools like KLIQmetrics™, our proprietary marketing analytics dashboard, we turn campaign data into actionable insight to help you see what’s working, where engagement is building, and how to optimise for better ROI.
Together, this combination of your expertise, our strategic framework, and the precision of AI ensures measurable, scalable impact — the kind of results that have sustained our long-term partnerships across various B2B industries around Australia and globally.
If you are exploring how to bring more precision, accountability, and insight into your ABM programs, we would love to explore how we can work together to strengthen your ABM strategy and achieve your B2B marketing goals. Get in touch with our team to start the conversation!
